Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & innovation Multichannel Customer Experience Report In association with Foviance Sample only, please download the full report from: http://econsultancy.com/reports/multichannel-customer-experience-report
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Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & innovation
Multichannel Customer Experience Report
In association with Foviance
Sample only, please download the full report from:
Multichannel Customer Experience Report In association with Foviance
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
7.7.1. Metrics used to measure effectiveness of customer experience .............................................................................. 39
7.7.2. Sources of data for measuring customer experience ............40
7.7.3. Technology used to gain insight ............................................ 42
7.8. Ownership and budget .............................................................. 44
7.8.1. Ownership of multichannel customer experience ................ 44
Multichannel Customer Experience Report In association with Foviance
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
8.1.2. Annual company turnover ..................................................... 50
8.1.3. Business sector ....................................................................... 51
8.1.4. Job role ................................................................................... 52
8.1.5. Type of agency ........................................................................ 53
Multichannel Customer Experience Report Page 1
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
1. About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 240,000 internet professionals every month.
Our hub has 105,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.
For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation.
Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 3,000 marketers and ran over 200 public training courses in 2010.
Join Econsultancy today to learn what‟s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.
Sample only, please download the full report from:
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
4. Foreword by Foviance Welcome to this, our second Annual Multichannel Customer Experience Report. As you are reading this report the first thing you need to understand is that multichannel is not a popular subject. There aren‟t many boardrooms that host endless discussions on this topic. The number of regularly published research and white papers on the subject are few and far between. Globally less than 130,000 English searches are undertaken on Google for „multichannel‟ each month, for „multichannel customer experience‟ it is less than 150 a month. Multichannel customer experience is not a popular subject. However it is an important subject. There have never been more channels through which our customers can potentially experience us. There are now more mobile phones in the world than toothbrushes1. Of the UK total population of 61,800,000, Facebook appears to have accounts for 30,481,3002. Over the last 10 years this explosion of channels has dramatically changed our customers‟ behaviour. While mobile and social are just two of the more recent and high profile channels that our customers are using they are possibly the most important in setting customer expectations and establishing new customer behaviours. At the start of the century the Internet had the effect of disintermediation – allowing customers to relate directly to many brands for the first time. Now our customers‟ adoption of social media has had similar effects on customer-to-customer interactions. Much of this customer-to-customer exchange happens digitally but the subject of those exchanges cover every, and all, customer touch-points; on and offline, managed and unmanaged. Online is now the place to share. The net effect is an amplification of the impact of both positive and negative customer experiences. At Foviance we spend a great deal of time with customers. We talk to them, we watch them, we test them, we survey them and we listen to them. Time and again we see their frustrations when they experience disruptions in their engagement with brands, but equally their awe and wonder when their journeys are frictionless and occasionally even enjoyable. There aren‟t many people out there focused on what is required to make customer experience management truly multichannel. That is a shame but also an opportunity for those that are. If you‟re reading this consider yourself one of the elite and recognise that despite the challenges ahead the benefits of our journey are worth the effort. It just leaves me to thanks those involved in the report‟s creation and analysis; Linus and Jake at Econsultancy, and my Foviance colleagues Jade Evans, John D‟Arcy and Tina Ubhi. We hope you find this report useful.
Richard Sedley
Commercial Director, Foviance
1 Bupa Digital Awareness Conference, October 2011 2 Facebook advertising platform, 25 October 2011
Multichannel Customer Experience Report Page 5
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage